You need captivating copy to get your audience to listen to what you have to say. Copy can make or break engagement & conversions.

Even the simplest of changes has such a powerful impact. For example, Unbounce changed its call to action from “Start your free 30-day trial” to “Start my free 30-day trial.”

And guess what? They saw a 90% increase in conversion rates.

That just proves how much power copy holds.

So let’s dive into some examples of copy that does the job & does it well.

‍

📝 Jotform

‍

Jotform’s landing page copy is benefit-driven, compelling & concise.

They understand their audience’s need to “get it done” & they deliver with their free online forms.

The copy also does a great job of communicating the product’s robust features while not making them front & centre. The brand understands that people care about the benefits the product offers them, not the features of the product.

‍

‍

🎙️ ConvertKit

‍

ConvertKit uses engaging, targeted copy on its home page to draw in creatives like podcasters.

The underlined word, “podcast”, is animated, showcasing the software’s different use cases & adding visual interest to the copy. And the CTA is action-oriented & benefit-driven.

‍

‍

🛍️ Shopify

‍

Shopify’s “Let’s Make You a Business” campaign uses lighthearted, highly relatable copy to grab its audience’s attention & forge an emotional connection.

It highlights something that is true for small business owners. As the example below says, often a small business owner’s first customer is a family member which means they’ll instantly resonate with the copy used across this campaign.

‍

‍

📊 Zendesk  

‍

Zendesk uses its newsletter sign-up box as an opportunity to build rapport with its audience & invite them to learn more.

It clearly communicates the benefit to the reader by suggesting they can read about Zendesk’s software at their own pace. They use human, emotive language to make a connection between the brand & the reader.

‍

‍

🎨 Canva

‍

Canvas’s copy on their small business landing page highlights exactly what small businesses are looking for.

Small business owners don’t have the time or the money to spend on design tools. And the header below addresses all of these pain points.

The further copy bolsters this statement with impactful words & phrases such as “power”, “grow your brand” & “engage more customers.”

‍

‍

In conclusion, copywriting is the direct connection between your brand & your audience.

Copywriting not only communicates your brand’s value proposition but it also builds a brand personality that resonates with your audience.

It’s the persuasive force behind all your marketing.

‍

TL;DR

‍

👉 The brands above really understand their audience & have clear goals in mind when shaping what the copy needs to look like.

👉 Shopify created a strong campaign based on copy that’s evergreen. Their “Let’s Make You a Business” campaign still floats around today.

👉 A common theme with all of these examples is that the copy is short & direct. You don’t need paragraphs of copy to make the point clear.

‍